Randy Hlavac from Northwestern University on bringing cognitive to marketing education

1. Merging Tech & Marketing
in a Cognitive World
Randy Hlavac
Northwestern University
Sunday October 23, 2016

2. 10/23/2016World of Watson 20162
My Evolving Career at
Northwestern
OmniChannel
Initiative
DiSoMo
Marketing
Insights
Accelerator
Coursera
Incubator /
Entreprenuers

3. 10/23/2016World of Watson 2016
Mass Marketing
• Undifferentiated
• Aggregated Metrics
• Channel & Program
Targeting
• Minor Technology
Involvement
Direct & Integrated
Marketing
• Database
• Predictive
• Descriptive Targeting
• Technology
Augments & Support
Marketing
Marketing
Automation
• AI Driven & Managed
• Real-time
• Behavioral – not
Descriptive – Targeting
• Technology is
Marketing
Marketing’s Evolution
Today, technology & innovation are driving marketing

4. 10/23/2016World of Watson 2016
Today, we need the speed &
sophistication of Watson & Cognitive AI to
drive our automated marketing programs
Programmatic
Marketing
Marketing
Automation
Robo
Advisors
VIV’s
Referral
Community

5. IBM & Social Media Marketing
Specialization at Coursera
World of Watson 2016 10/23/2016

6. 10/23/2016World of Watson 20166
What is a MOOC?
Global
Video-
based
Peer
Evaluated
Massive
September 2015 - October 2016
Visitors 196,961
Enrollees 35,043
BlueMix Exposures 16,724
Program Completions [6
month course]
10,673
IBM Exposures 97,558

7. World of Watson 2016Page 7 10/23/2016

8. 10/23/2016World of Watson 2016
Global Intensive Education
What is Social?
• Structure
• Course
Structure
• Paid & Free
Tool Kits
• Social Trends
• What is Social
• Assignments
• Develop your
social tool kit
• What market do
you want to
develop?
• IBM Involvement
• C-Suite Study
• IBM ID
Power of Social
Listening
• Structure
• Big Data to
• Big Info to
• Big Insights
• Social War
Rooms & Crisis
Management
• Assignments
• Social Listening
to Define your
Professional
Market
• IBM Involvement
• IBM BlueMix
• Twitter
Assignment
• IBM Social
Analysis
Overview
Engagement &
Nurture Marketing
• Structure
• Engagement
Marketing
Strategy
• Nurture
Marketing
Strategy
• Infographics
• Blogging
• Assignments
• Develop &
Publish a Filter
& Focus Blog
• IBM Involvement
• IBM Silverpop
on Nurture
Marketing
• IBM Silverpop
on Nurture
Marketing B2B
and B2C
Examples
Content,
Advertising &
Social IMC
• Structure
• Paid, Owned &
Earned Media
• Gamification
• Facebook
Advertising
• Social IMC
strategy
• Gamification
• Assignments
• Promoting your
Blog with A/B
Split Message
Testing
• IBM Involvement
• IBM BlueMix
Celebrity Match
The Business of
Social
• Structure
• Social &
Business
Metrics
• Performance
Funnels & KPIs
• Building &
Justifying a
Social Business
Plan
• Assignments
• Evaluate the
success of your
blog marketing
effort
• IBM Involvement
• Experts on
Security,
Privacy & Data
Governance
• Expert on
Business
Metrics
Capstone
• Structure
• Build a
complete social
media
marketing plan
• Insights
• Competitor
Analysis &
SWOT
• Strategy
selection
• Empowering
Concept &
PVC
• Campaigning
Plans
• Forecasting
• Budgeting
• Justification
• Peer Review
• Certification
• IBM BlueMix
Focused on the individual & their professional & Business goals
New Courses start every 2 weeks
Chris Gruber
Russ Beardall
IBM C-Suite Study 2016
Ellen Valentine IBM Celebrity Match Matt Krull

9. 10/23/2016World of Watson 20169
Expert Based
Immediate Use
Short & Focused Videos
Gamification Increases Effectiveness
Develop Learning “Mantras”
What have we learned?

10. 10/23/2016World of Watson 201610
Expert Based Learning
Randy Krum
InfoNewt
President
Infographics
Expert
Stan Smith
Pushing Social
President
Blogging &
Social Branding
Expert
Ellen Valentine
IBM Silverpop
Nurture
Marketing
Evangelist
Seth Redmore
Lexalytics
CMO
Steve Dodd
SocialGist &
Boardreader
VP
Development
Joey Strawn
Industrial Strength
Marketing Director
of Integrated
Marketing
Gamification
Expert
Steffi Decker
Hong & Koster
VP
Testing &
Developing
Facebook
Advertising
Matt Krull
IBM
Expert on Data
Security,
Governance &
Privacy
Chris
Gruber
IBM
Social
Media
Analytics
Russ Beardall
IBM
IBM BlueMix
Expert
Jeff Davidoff
CMO
Walton Isaacson
Business Expert
Andy Crestodina
CEO of Orbit
Media
Digital Expert

11. 10/23/2016World of Watson 201611
Immediate Use of Knowledge

12. 10/23/2016World of Watson 201612
Short & Focused Videos 7 Minutes or Less
Chris Gruber
IBM
Social Analytics

13. 10/23/2016World of Watson 201613
Gamification Increases Effectiveness
Klout
Postings
Peer-to-peer
grading
Twitter &
LinkedIn
Feedback
Expert
Networking
Paid tool kits create looping

14. 14
Remember these 3-word Mantras!
Give to Get
•If you want to be an expert, give today’s experts the respect they have earned
•If you want to attract a market, give them what they want
Filter & Focus
•I am inundated by contact. FILTER through it and GIVE me the stuff I need to
know
Think Multi-media Engagement
•Today your high value markets are engaging all across the Social Pyramid
•Go where THEY are!
Communities not Networks
•Consumers form communities to discuss their aspirations & needs
•Find where they congregate
Ride the Wave
•Social is always evolving
•Use your professional network to identify trends & key topics

15. What’s Next for Northwestern?
Cloud Computing &
Storage Platforms
NUIA
Marketing &
Social Data
Provider
Academic
Institute
Cognitive AI &
General
Text Analytics
Incubator /
Entreprenuers

16. Mobile
Warehouse Warehouse Warehouse Warehouse
Web PVCs IoT &
Wearables
Social
Warehouse
Persona, Product &
Relationship Info
Moving towards OmniChannel
AI-Driven Real-time Marketing
Real-time Analytics
Warehouse
Video
Warehouse
Retail
Curated
Content
10/23/2016

17. 10/23/2016World of Watson 201617
Expert Based
Immediate Use
Short & Focused Videos
Gamification Increases Effectiveness
Develop Learning “Mantras”
Summary

18. Thank You